Research On Strategic Of Y Company’s Transition To Touch Panel

In recent years, the touch panel market is booming, the touch market blew awave of reform storm with iPhone, iPad and other electronic products entered to themarket, which drove a shortage of touch panel that greatly attracted the relevantcompetition expand production capacity.As a professional glass panel manufacturingcompany in F Group, Y Company faced demand reduction due to the touch panelimpact, had to do strategic transformation into the touch panel industry.How todetermine the target market after the transition, how to develop sustainable strategy?YCompany has an urgent need to solve the problem immediately.Based on product strategy as the study object, in this thesis, the PEST model wasused, Porter five model was applied to analysize internal and external environment ofY company, and through the SWOT analysis showed Y company’s competitiveness,and then company product transformationstrategy was made, combined with theactual situation, targeted market was refined and the products target market is selectedbegood for the company, in the meantime,implementation safeguard measures wereillustrated in point of strategic management view. We strive to propose somereference opinion for Y’s long-term development, hope to provide a mirror or a caseto the companies of the same kind in the situation of transition.